If you are interested in experiencing the business success that comes from a strong customer orientation, the first thing you need to understand is that it takes more than having a team set up a Voice of Customer (VoC) program and share the results. It takes organization-wide coordination, genuine senior leadership involvement and a comprehensive plan to have accountable actions stemming from the Voice of Customer insights. While this seems intuitive, this is the scenario that 9 out of 10 companies struggle with. This leads to unimpressive results, breeds frustration within the customer experience or customer research team, and causes employees and senior leaders alike to question the linkage between having a customer experience focus and business success.
The reality is that building a successful CX program is difficult and takes a well-laid plan which goes well beyond the typical authority given to a CX leader. What is involved? In this article, you’ll find a brief description of what needs to be included in a successful CX framework.